This was something that I wrote in January 2013. I came upon it today and enjoyed re-reading it. I thought that it made sense to share it here. It wasn’t meant for publication when it was written.
I am hoping to capture a feeling. I am reading what I wrote about storytelling yesterday. The idea of creating a sense of what the product or brand creator wants to impart to the customer base is a good one. It is what I think is valuable about storytelling, writing, or using media to shape emotions that are related to the product or entity.
The feeling that I want to capture though is the feeling that I want to feel while creating this written content – the story. I would like to become immersed in the thoughts and emotions of a great experience. It can be as simple as the taste of wonderful coffee for Starbuck’s. Or perhaps a great experience driving a Fiat 500 or VW Beetle. These are not factually based. They are more about the cognition of feelings – good feelings.
This sort of writing and collaboration is premised upon a positive emotion. It is a contradiction to the terrible and extreme negativity of our lives today. It is a counterbalance to those messages of despair. Writing these positive and uplifting messages would be a happy experience, at least the way that I view things.
How much of this can be applied with good effect to more mundane brands and products? What can be said about less refined products or services than those created by billion dollar organizations? It depends I think.